March 25, 2013: Adidas India which already has nine outlets for sports fashion and lifestyle brand ‘Adidas Originals’ as part of its expansion plans is planning to open 20 new exclusive stores by the year end. Though Adidas Originals is a bigger brand outside India, the company is trying to build a strong brand in India and pushing it to grow it further. This is the first time that the company is making a concentrated effort to push the label in India.
The German Sportswear major has been selling ‘Adidas Originals’ from 50 out of 600 Adidas Performance Outlets across the country. Out of these 50, 20 are shop in shops. The company is planning to bring global brand ambassadors like David Beckham or Katy Perry to push the brand in India as part of its strategy to connect with the youth in the age group of 18-20 years. Adidas is also looking for a brand ambassador of Indian original as well. On this development Tushar Gokuldas, Adidas India Director (Sports and Marketing) said, “Yes, we are looking for someone, who has the right attributes of having the style quotient and being edgy, someone who is from the creative field, be it films, music or others.”
Adidas is planning to take the ‘Adidas Originals’ brand to cities beyond Delhi, Mumbai and Bangalore and focus on cities. The company is focusing on some cities in the north east like Shillong, Siliguri etc. as well.